Laura Trott has partnered with Halfords to launch a range of bikes aimed at getting more women into cycling as the retailer looks to boost slowing cycling sales.

Double Olympic champion Trott has put her name to a range of three road bikes and one hybrid, starting from £449, adding to Halfords existing collection of women’s models.

Halfords saw its pre-tax profits drop 1.2 per cent to £80m in the year to April, with a wet summer and discounting by rivals to blame for the slump. Like-for-like cycling sales dropped by 0.9 per cent over the year.

The retailer teamed up with Sir Bradley Wiggins earlier this year and has now bagged another Olympic champion in Trott.

She said: “Riding bikes is my life, so it’s been a dream for me to develop my own. I want to see as many women and girls as possible to get out there on bikes – whether it’s city commuters, mums cycling to school, fitness seekers or for those who want to go all the way and compete, the bikes are tailored to women and their individual ambitions for cycling.”

In relation to the range of bikes, which will be available in July, Trott added: “When we went through the design process, it was really important to create bikes that are both fast and comfortable for women.

“I wanted to create a range dedicated to the specific needs of women, so they don’t have to worry about whether a bike fits properly, leaving them inspired to really just enjoy getting out there.”

Jill McDonald, Halfords CEO, said: “Laura Trott is an awe-inspiring athlete and it’s fantastic to launch this range of bikes with her in time for the Olympics as part of our biggest summer yet for women cyclists.”

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